How Adoption of EV in Developing Country can be Effective? Indonesia's Case (Questionnaire Data).xlsx

Indonesia’s worsening air pollution and traffic emissions have thrust electric vehicles (EVs) into the spotlight, but what really drives Indonesians to make the switch? Building on Protection Motivation Theory and psychographic marketing research, the researcher explored how environmental awareness, consumer expectations, and perceptions of threat and coping shape interest in EVs, with green brand image as a mediator and policy maker incentives as a moderator. An online survey of 986 respondents from all 38 provinces in Indonesia was conducted, and Partial Least Squares Structural Equation Modeling (PLS-SEM) used to test direct, indirect, and moderation effects. Results reveal that stronger environmental awareness and coping beliefs boost green brand image, which mediates over 40% of the total effect on EV adoption. Policy maker incentives further boost adoption but show reduced impact when infrastructure is insufficient. The final model explains 54% of the variance in EV adoption (R² = 0.54) and demonstrates robust predictive relevance (Q² = 0.72). These findings highlight that combining public awareness campaigns, compelling green brand messaging, and carefully calibrated policy incentives is essential for accelerating Indonesia’s transition to cleaner transport.